Olivia Matterson is Head of Innovation at Omnicom Advertising South Africa (OA SA), helping its agencies explore emerging technologies, develop new capabilities and turn ambitious ideas into practical ways of working.

Olivia joined TBWA\South Africa as a Junior Data Strategist intern in 2021. Following her internship, she progressed through the Data and Digital department, becoming Data and Digital Strategy Lead in 2023. Having started her own career through the internship programme, Olivia later helped run it for three years, creating the same kind of opportunity for the next generation of talent.

In 2026, Olivia became Head of Innovation and helped establish OA SA’s AI Lab initiative across its agencies. The Labs give teams the space, tools and support to explore how AI can strengthen creative thinking, improve ways of working and turn ideas into practical experiments.

Olivia’s approach to innovation is grounded in curiosity and practical experimentation. She brings together data, strategy, creativity and technology to help people understand what is changing, explore what it could make possible and build ideas that can work in the real world.